Comments on: Do you Segment your mailing lists with style?

By: John Keating

John Keating — Tue, 28 Jun 2011 19:49:20 +0000

Please delete my previous comment – I used the wrong name. Mail chimp should not be used for broadcasting 3rd party opt-in email lists.

By: Tim Nash

Tim Nash — Tue, 22 Mar 2011 20:13:43 +0000

Mood is something we have worked with a lot, while ambiguous is worth trying, in terms of DB performance once coded it’s either 1 entry or a row inside your CRM and thats it.
We have used both manual entry by people engaging, so at the end of a case the operator is asked to rate the user mood but also on a SAAS using simple faces to ask the user to indicate their mood. While handy to keep historically its actually just a snapshot.

By: Andy Bargery

Andy Bargery — Tue, 22 Mar 2011 19:36:18 +0000

Really good post Tim.

Email marketers certainly need to wise up to some of these more interesting segmentation opportunities if their campaigns are to become more valuable in terms of ROI, but also for managing customer engagements and experiences in a world where email is becoming less trusted and less impactful – at least that has been my experience in the last year or so.

That said, I would imagine some of the segments above would be pretty time consuming to manage in your database, particularly the mood segments. I’d love to hear if you have actually done this and what the results were in terms of improved campaign performance.